濟南短視頻江湖：抖音快手的流量風(fēng)云

　　在短視頻的浪潮中，濟南的創(chuàng)作者與商家們在抖音和快手兩大平臺上各顯神通。然而，這兩個平臺在濟南呈現(xiàn)出截然不同的流量景觀，背后涉及到諸多因素，下面我們一起來一探究竟。

　　In the wave of short videos, the creators and businesses in Jinan have shown their talents on the two platforms of Tiktok and Kwai. However, these two platforms present completely different traffic landscapes in Jinan, involving many factors behind them. Let's explore together below.

　　用戶群體：不同的受眾畫像

　　User groups: different audience profiles

　　抖音的用戶在濟南呈現(xiàn)出較為年輕、時尚且更偏向高線城市的特征。其中，年輕白領(lǐng)與學(xué)生群體占比較高，他們追求潮流文化，樂于接受新鮮事物，對生活品質(zhì)有著一定的追求。這一群體在抖音上瀏覽視頻時，更傾向于時尚、娛樂、生活美學(xué)類內(nèi)容。例如，濟南的一些潮流街區(qū)，如寬厚里、世茂廣場等地，經(jīng)常能看到年輕人們拍攝時尚穿搭、探店打卡的視頻，這些內(nèi)容在抖音上頗受關(guān)注，吸引著大量同類型用戶點贊、評論與分享。

　　Tiktok users in Jinan are relatively young, fashionable and more inclined to high line cities. Among them, the proportion of young white-collar workers and students is relatively high. They pursue trendy culture, are willing to accept new things, and have a certain pursuit of quality of life. This group is more inclined to fashion, entertainment and life aesthetics when browsing videos on Tiktok. For example, in some trendy streets in Jinan, such as Kuanhuanli, Shimao Plaza and other places, young people can often be seen taking videos of fashion clothing, shop shopping and card punching. These contents are very popular on Tiktok, attracting a large number of users of the same type to like, comment and share.

　　反觀快手，其在濟南的用戶群體則更為廣泛，不僅涵蓋了大量的下沉市場用戶，還包含不少中老年人。這些用戶更注重真實、接地氣的生活內(nèi)容。像濟南的一些傳統(tǒng)市場，如七里堡蔬菜批發(fā)市場、鳳凰山舊貨市場等，快手創(chuàng)作者們拍攝的市場日常、市井百態(tài)等視頻，在這里擁有著大量忠實觀眾。他們通過視頻與創(chuàng)作者互動，形成了一種獨特的社區(qū)氛圍。

　　In contrast, Kwai has a wider user group in Jinan, which not only covers a large number of users in the sinking market, but also includes many middle-aged and elderly people. These users place greater emphasis on authentic and down-to-earth lifestyle content. For example, in some traditional markets in Jinan, such as Qilibao Vegetable Wholesale Market, Fenghuangshan Used Goods Market, etc., Kwai creators have taken videos of daily market activities and market conditions, which have a large number of loyal audiences. They interact with creators through videos, creating a unique community atmosphere.

　　內(nèi)容偏好：多元與質(zhì)樸的碰撞

　　Content preference: collision of diversity and simplicity

　　在抖音上，內(nèi)容形式豐富多樣，且注重創(chuàng)意與視覺效果。精致的短視頻制作，搭配熱門音樂和特效，是其顯著特點。例如，濟南的一些知名景點，如大明湖、趵突泉，創(chuàng)作者們會精心策劃拍攝角度，利用特效打造出美輪美奐的視覺效果，再配上當(dāng)下流行的音樂，吸引大量用戶關(guān)注。此外，抖音上的知識科普類內(nèi)容也很受歡迎，一些濟南本地的學(xué)者、專家通過生動有趣的短視頻，講解濟南的歷史文化、民俗風(fēng)情，讓用戶在娛樂中獲取知識。

　　In Tiktok, the content forms are rich and diverse, and focus on creativity and visual effects. Exquisite short video production, accompanied by popular music and special effects, is its prominent feature. For example, some well-known scenic spots in Jinan, such as Daming Lake and Baotu Spring, are carefully planned by creators to shoot from different angles, using special effects to create stunning visual effects, and accompanied by popular music to attract a large number of users' attention. In addition, the knowledge and popular science content on Tiktok is also very popular. Some local scholars and experts in Jinan explain the history, culture and folk customs of Jinan through lively and interesting short videos, so that users can acquire knowledge in entertainment.

　　而快手平臺上，生活記錄類內(nèi)容占據(jù)主流。創(chuàng)作者們以質(zhì)樸的方式記錄日常生活中的點滴，如家庭聚會、田間勞作、手工制作等。在濟南，許多農(nóng)村地區(qū)的創(chuàng)作者通過快手展示農(nóng)村生活的真實面貌，從播種收割到鄉(xiāng)村美食制作，這些貼近生活的內(nèi)容引發(fā)了大量用戶的共鳴。此外，快手的電商直播帶貨氛圍濃厚，濟南本地的一些商家通過快手直播銷售特色農(nóng)產(chǎn)品、手工藝品等，憑借真實的產(chǎn)品展示和誠懇的講解，吸引了眾多用戶下單購買。

　　On the Kwai platform, life recording content occupies the mainstream. Creators record daily life in a simple way, such as family gatherings, field work, handicrafts, etc. In Jinan, many creators in rural areas show the true face of rural life through Kwai. From sowing and harvesting to rural food production, these content close to life has aroused a lot of resonance among users. In addition, Kwai's e-commerce live broadcast has a strong atmosphere of bringing goods. Some local businesses in Jinan sell characteristic agricultural products, handicrafts, etc. through Kwai live broadcast, attracting many users to place orders for purchase by virtue of real product display and sincere explanation.




　　流量分發(fā)機制：算法驅(qū)動與社交導(dǎo)向

　　Traffic distribution mechanism: algorithm driven and social oriented

　　抖音采用的是強大的算法推薦機制。當(dāng)創(chuàng)作者發(fā)布一條視頻后，抖音會根據(jù)視頻的內(nèi)容質(zhì)量、用戶的觀看歷史、點贊評論等行為數(shù)據(jù)，精準(zhǔn)地將視頻推送給可能感興趣的用戶。這意味著即使是一個沒有大量粉絲基礎(chǔ)的新賬號，只要視頻內(nèi)容優(yōu)質(zhì)、具有吸引力，就有可能獲得海量的曝光機會，迅速成為爆款。在濟南，不少本地創(chuàng)作者憑借一條精心制作的抖音視頻，一夜之間漲粉數(shù)萬甚至數(shù)十萬。

　　Tiktok adopts a powerful algorithm recommendation mechanism. When the creator releases a video, Tiktok will accurately push the video to users who may be interested in it according to the video content quality, user viewing history, likes comments and other behavioral data. This means that even a new account without a large fan base, as long as the video content is high-quality and attractive, has the potential to gain massive exposure opportunities and quickly become a bestseller. In Jinan, many local creators have gained tens of thousands or even hundreds of thousands of fans overnight by virtue of an elaborate Tiktok video.

　　快手的流量分發(fā)則相對更注重社交關(guān)系。用戶發(fā)布的視頻，首先會被推送給關(guān)注自己的粉絲，粉絲的互動情況對視頻的后續(xù)傳播起著重要作用。如果粉絲對視頻的點贊、評論、轉(zhuǎn)發(fā)較多，視頻才會有更大的機會被推送給更多的用戶。這種基于社交信任的流量分發(fā)機制，使得快手的用戶粘性較高，創(chuàng)作者與粉絲之間的關(guān)系更為緊密。在濟南的快手社區(qū)中，經(jīng)常能看到創(chuàng)作者與粉絲之間親切互動，粉絲對創(chuàng)作者的支持度很高，這種支持也進一步促進了視頻的傳播。

　　Kwai's traffic distribution pays more attention to social relations. The videos posted by users will first be pushed to their fans who follow them, and the interaction of fans plays an important role in the subsequent dissemination of the videos. If fans give videos more likes, comments, and shares, the video will have a greater chance of being pushed to more users. This traffic distribution mechanism based on social trust makes Kwai users more viscous and the relationship between creators and fans closer. In the Kwai community in Jinan, we often see cordial interaction between creators and fans. Fans have high support for creators, which further promotes the spread of videos.

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